In the 1920's the founders of Maidenform, Ida and William Rosenthal and Enid Bissett, revolutionized the way women presented themselves. Till then, fashion focused on a boyish silhouette, and bras were typically a bandeau style meant to flatten breasts. Realizing that women would look better with a more natural womanly silhouette, they constructed the first of the bra styles that we know today; two distinct cups separated by an elastic center piece.

Today Maidenform, still a privately held company, is a market leader in women's lingerie, selling in countries worldwide.  Maidenform bras, panties and shapewear continue the tradition of great fit combined with a youthful and fashion-forward outlook. Maidenform bras are known for offering varying levels of shaping and lift to suit everything in your wardrobe.  Their bras are most suited to small-to-average sized busts, with a great selection of lightly padded and shallow demi-cup styles. Whatever styles you like, you can expect great support, a comfortable fit and styles to suit everything in your wardrobe.

Today Maidenform maintains its commitment to fashionable design and offers many products in both basic and stylish colors.  Their variety of style lines allow us to choose just how much 'ooomph' we want, with the Custom Lift collection delivering varying lift by cup size. Whether we want a smooth and refined look for days or extreme peek-a-boo cleavage for nights out, there is a Maidenform bra for the occasion.

HerRoom customer favorites include the Comfort Devotion collection, which includes bra, panties and shapewear. Maidenform One Fabulous Fit collection is also extremely popular and includes demi cups, underwire bras and t-back styles. This collection also includes panties, among them high-cut briefs and hipster panties.
 
Maidenform panties include so many styles, no wonder they're market leaders. The tanga panty is a perennial favorite for both comfort and sexiness. Other styles include briefs, bikinis, boyshorts, hipsters and thongs. You'll find fun designs, too, like heather stripes, stretch lace and animal prints. 

Many of us remember the old Dream campaign and the Maidenform Woman ads from the 60's, and you might think of Maidenform as an old-fashioned brand. In fact, both their marketing campaigns and their design teams have always been progressive.  Starting in the 1970's Maidenform aimed at a younger customer base with less structured bras and color-coordinated collections. For some of us, the Sweet Nothings bra may have been our very first. Now, after over 80 years, Maidenform is in its third generation of family management and still producing fashionable youthful products for women of all shapes and ages.